Branding for Change: Breaking Barriers to Menstrual Cup Adoption Among Gen Z in Denmark

Abstract

Menstrual products are essential for nearly half of the global population. The most commonly used options, disposable pads and tampons, are primarily made of plastic and other non-biodegradable materials. These products contribute significantly to the global climate crisis and raise health concerns for users. In contrast, the menstrual cup offers a more sustainable, safer, and cost-effective alternative due to its reusable nature and medical-grade materials. Despite these advantages, adoption of the menstrual cup remains limited. This research addresses the following question: What barriers prevent Gen Z menstruating individuals in Denmark from adopting the menstrual cup, and how can branding approaches help overcome these challenges and support wider adoption? To explore this, two qualitative methods were employed: focus groups and expert interviews. The study is guided by a conceptual framework that integrates consumer values with the Theory of Planned Behaviour to analyze adoption barriers, while Keller’s Brand Resonance Model informs strategic branding recommendations. The findings reveal seven key barriers; skepticism about functional performance and comfort, perceived complexity and uncertainty of use, difficulty selecting the correct size or fit, negative first (experiences, often leading to abandonment and negative word-of-mouth), challenges in incorporating the menstrual cup into daily routines, lack of education, guidance, and support, and persistent social stigma. Based on these insights, the research recommends that menstrual cup brands focus on building brand awareness and legitimacy, clearly communicating performance benefits, fostering community and peer advocacy, clarifying size and fit, Reframing the value proposition to emphasize functionality while positioning sustainability and safety as key added benefits, normalizing menstruation discourse, and introducing the product category early in consumers’ lives. This thesis contributes to the underexplored academic literature on menstrual products by bridging consumer behavior theory with branding strategy. It demonstrates how thoughtful branding can play a critical role in overcoming adoption barriers, supporting both individuals' health, empowerment and environmental sustainability.